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I \ iii Canada.
2. That no private stations be licensed till CBC has "national television programs available.
3. That CBC avoid excessive commercialism in programs and encourage Canadian content and use of Canadian talent.
A royal commission's recommendations are not law but are usually followed, as each of the above has been.
The commission's basic reasoning as expressed in the following quotation
from its 505-page report issued in 1951 : "Television in the United States is essentially a commercial enterprise, an advertising industry. Thus sponsors, endeavoring to 'give the majority of the people what thev want,' frequently choose programmes of inferior cultural standards, thinking to attract the greatest number of viewers." In Canada television, like radio, must promote national unity, understanding and education "in the broad sense."
And even Arthur Survever. only dis
C J OR Vancouver carries more local advertising than any other B.C station
Local advertisers know where their advertising pulls best and this year CJOR local sales are up 35%. If yon want results do as local advertisers do . • •
Canada's third largest market is booming. By using CJOR you are assuring your clients a healthy slice of this billion dollar market
FIRST ON THE DIAL • 600 KC
5000 WATTS DOMINION NETWORK STATION
Represented in Canada by: HORACE N. STOVIN & CO.
Represented in the U.S.A. by: ADAM J. YOUNG, JR.. INC.
senter on the five-man board who disagreed sharply with the commission on not licensing private stations at once, had this to say about U. S. TV:
". . . The commercialism of the American television programmes is even more blatant that that of the radio programmes, and the intellectual level is definitely lower."
Sponsors interested in the Canadian market via TV, as via radio, therefore are cautioned by Canada's top admen to play down commercials, understate rather than oversell.
Q. How many TV sets are there?
A. Manufacturers sales through May totaled 103,454, according to the Radio-Television Manufacturers Assn. of Canada. May sales were 6,583. up from the 4.582 in April, as TV inauguration neared. By area :
TorontoHamilton 11,525 or 40.2% of total
Windsor 16,955 or 35.7%
Niagara
Peninsula 17.934 or 17.3%
Montreal I 117 or 1 .3% (1952 sales only)
Other 5.723 or 5.5%
These are sets in dealers' hands. No record is kept of deliveries to consumers. One expert said the total in homes is probably about 15% less.
Total TV set sales by years, as compiled by the Canadian Assn. of Broadcasting's Sales & Research Dept. :
Year
Sets Sold
Retail Value
19-19
8,212
$ 3,418,500
1950
29,611
$12,858,083
1951
40,615
$21,837,442
1952
25,016
$11,862,076
{Through May)
103,454
$49,376,101
Q. Will there be any TV research available?
A. Yes. by four organizations at least, as follows:
Elliott-Haynes, Ltd. is now conducting TV viewing survey in TorontoHamilton-Niagara area, will publish Teleratings monthly.
Penn McLeod & Associates, Ltd. will publish TV Town, survey of 1,000 TV homes and 1.000 non-TV homes in Toronto area four times a year.
Canadian Facts will do Schwerintype of qualitative research on at least one TV show and TV commercials
International Surveys will use paneldiarv technique to measure TV audience.
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